Marketing Plan Q4 2014
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Transcript of Marketing Plan Q4 2014
8/10/2019 Marketing Plan Q4 2014
http://slidepdf.com/reader/full/marketing-plan-q4-2014 1/26
Q4 & HolidayMarketing Plan
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October• Focus: Organic Wine• Oct 31 – Halloween• Actions: Breast Cancer Awareness Month (US)
November• Focus: Catering & Events• Nov 27 – Thanksgiving (US)• Actions: Launch Christmas campaign
December• Focus: Speculoos & Hot Drinks• December 6 – Sinterklaas• December 25 – Christmas• Actions: Sinterklaas & Christmas; prepare Epiphany
January (Q1 2015)• Focus: New Year’s resolutions, health & wellness• Jan 6 - Epiphany
Themes & Key Dates
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October ActionsBreast Cancer Awareness
Portion of Pink Lid sales go towards Breast Cancer research
Celebrating Halloween Around the WorldWith “Whole Wheat Witches,” spookydecorations and team costumes
NYC
London
Moscow
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October Store Decoration Tips
Add dried leaves to your décor for an extra Autumnal feelDress your communal table simply with pumpkins and gourds
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1. Masala Chai Tea2. Sweet Orange Jam
3. Blood Orange Spread4. Noir Spread5. Dark Roast Coffee6. Crunola
October MerchandisingThink fall colors: red, orange and gold!
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November MerchandisingWarm & Luxurious
1. Earl Grey2. Fig Jam
3. Noisella4. Dark Roast Coffee5. Black Olives & Paste6. Balsamic7. Caravan Mix
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December MerchandisingChristmas
1. English Breakfast2. Four Fruits Jam
3. Forest Fruits Spread4. Speculoos spread5. Dark Roast6. Speculoos Cookies7. Holiday Retail
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BlackboardsOctober - January
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Collateral: Check Presenter
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Additional Designs
Holiday Window Vinyls
Catering Window Cling
Magritte-inspired Catering postcard
10% Discount CardFor Christmas Retail Products
Holiday Postcards
Holiday Range Card
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NOVEMBER 15 – DECEMBER 25LAUNCHHOLIDAYCAMPAIGN
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Holiday PackagingCoffee Sleeve
* To print sleeve locally, please reach out to Margaret or Morena for thefile. To order from HAVI, please send us your required quantities ASAP.
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Holiday Packagingchocolates
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Holiday PackagingChocolate spreads
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Holiday PackagingGingerbread oys
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Holiday PackagingPostcards
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Holiday Packaging ûche de Noel box
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Holiday Decorations & Retail
• Build your own bunting – our seasonal postcards on twine• Pine cones suspended on fairy lights• Bread bowls of DIY decorations (e.g. frosted pine cones and evergreen)• Homemade bread or pinecone wreaths (which could also be an event – decorate our store and your home!)• Decorate your stores accordingly: window vinyl, red espresso bowls with candles, natural pinecone wreaths,
pinecones in baskets on communal tables
Additional tools to communicate our seasonal offering
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In-Store Actions & Communications• Postcards – all stores
“You write, we send, they smile”Send a postcard to friends/family or Santa – bread baskets & chalkboard
• Blackboards
Promote seasonal beverages and bakery items on A-frames
• Communal Tables
Postcards – As a form of DIY bunting, guests can pin our postcards aroundthe communal table sharing their favorite holiday memory or recipe
• Staff Engagement - Christmas Contest
$100 to the barista that sells the most retail and $200 to the store that soldthe most retail for staff Christmas drinks
• Music
Classical Christmas music mixed into your playlist (every 5 songs)
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Events• Sinterklaas Events (Dec 6th) – Hot Chocolate and Speculooso Hot chocolate give-away cups (similar to International Coffee Day)o Speculoos gingerbread cookie to each child
• Christmas MarketsIntroduce your customers to your seasonal products with a holiday treatsample event. Create your own pop up event in front of your store or getinvolved in a local event
Push Christmas retail, bakery and drinks
• DIY Events around holiday season – custom made gifts with Le PainQuotidienWreath Making – ticketed event/workshop
Gingerbread House Making – ticketed event/workshopSoap making using LPQ retail products (coffee, honey) – ticketedevent/workshop
• Local Store Marketing: GMs to decideo a) Christmas pop-up retail standso b) Kid’s events – Cookie baking or decorating
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•
Sinterklaas for Adults –
6 DecemberBigger event with aim of press coverage
- Choose a big store where Sinterklaas shows up but this time, for adults!- With organic sweet treats galore, as well as hot milks, mulled wine, organic alcohol, etc., the communal table
rich will be rich with speculoos – chocolate – alcohol – postcards- This will be a Christmas wonderland with adults in mind, a place they get to act like kids just for the day!- Host press event first to initiate excitement and coverage- A Sinterklaas-inspired wooden clog will be left in various LPQ locations for guests to be encouraged to take
photos and share on Instagram for a chance to win entry to the one-off event (about 40 places in total)
Events
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BAKERY
Holiday CookieBrown sugar, pumpkin – bagged cookies and single in jars
Cougnou
Bûche de NoelOur traditional ChristmasCake baked by our pastry chef
Kings Cake (Galette des Rois)This puff pastry cake, filled with almond frangipane, is a traditional accompaniment to the Feast of the Epiphany, celebrating the Three Kings’ visitto the baby Jesus twelve days after Christmas( avail. from 23 rd November )
THE PERFECT GIFT
Red bowl – Speculoos cookies and 2 chocolate bars and a nougat bar
Holiday F&B
CHOCOLATES & TREATSTraditional Belgian Spreads 4 pack 24.95Our traditional Belgian spreads: Noisella (cocoa and hazelnut), Brunette (hazelnut),Noir (cocoa), and Speculoos (cinnamon biscuit) packaged together and wrapped for gift giving.
Belgian Speculoos Gingerbread BoysCrispy, crunchy cookies made with pure butter, brown sugar and spices.Produced just for us by a venerable Belgian house whose recipe dates back to the 1820 ’s.
27 pc Gift Box Assortment of 30g Bars
21 pc Holiday Assortment Belgian ChocolateSquares(milk, dark, speculoos) Description to come
The Red Bowls (small/medium)Our signature footed bowls decked out in Christmas red.Two different sizes are now available (Espresso & Medium size
CookbookLe Pain Quotidien Cookbook – Over 100 recipes for breads, breakfast, soups, salads, tartines, hot dishes, and sweet things from our kitchen!
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Epiphany:In-Store Actions
• Decoration : Crown your breads to spread the message ofthe Kings Cake. Post photos on social media!
• Retail & Dine-In : Offer a free hot chocolate to those who
bring in the fève
• Staff Engagement: Gather each store team around toparticipate in the tradition and learn the story behind it;Select a King/Queen per store have your baristas wearcrowns over their hats to start buzz
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Digital: Social Media
Facebook and Twitter accounts will get a Christmasylook with a banner photo change
October• Promote our organic wine offering, the process of
organic winemaking, wine pairings• Hashtag: #LeVinQuotidien
November•
Push hot drinks, speculoos, holiday retail, catering/events• Are you a #Speculover?
December• Sinterklaas, holiday retail, Belgian traditions, letters
to Sinterklaas• Bring back #CoffeeBowling with the holiday red
bowls!• Pinterest Advent Calendar• Hashtag: #RedBowlSelfie #ShoesForSinterklaas
Epiphany• Encourage guests who receive the feve to post
photos of them as king or queen for the day!•
#LPQKingsCake
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Digital: Website ContentThe website will also get a Christmas design change with custom hero images to temporarily replace the current ones.
Wine:• Organic winemaking• Tips for pairing wines at home• Alain on his vineyard• Spotlights on our wine offerings
Seasonal Menu Highlights:• One a Day Green Juice• Gluten-free Peanut Butter Cookie• Buche de Noel•
King’s Cake story
Seasonal Food S potlights:• Cranberries, kale, squash, root vegetables, pumpkin
Recipes:• Hot drinks (mulled wine, speculoos latte, etc)• Cakes, pies• Pumpkin-based treats•
Winter Quinoa Taboule• Holiday gifting recipes• Baked apple
Holidays:• Thanksgiving tips (pie push)• Dinner party tips // holiday party menu planning• Story of Sinterklaas• Story of Speculoos• Holiday gifting guide (push on pinterest)
Ph f E i h i